Converse case study - 1357 Words

Ning Zhang Intro to Marketing(MKT333) Ms. Susan Carder Dec. 20th 2014 Case Study#3 Converse 1. How would you define the needs, wants, and demands of the Converse customer? Needs lead to wants, wants lead to demands, demands lead to perception. Consumers want stylish shoes, so they demand that they be affordable. A need is a state of deprivation, and some needs according to Maslow’s Hierarchy of needs are more crucial than others, in this case Converse customers need shoes to protect their feet, this is a basic need. A want is the form human needs take as they are shaped by culture and individual personality. Converse customers want trendy shoes that are popular, and well priced. Converse offers and satisfies both of these wants.†¦show more content†¦Allow me to try to analyze why Converse from the industry giant to be acquired by Nike. Converse is the earliest brand ruling of the NBA, although after 50 years, Adidas has become the worlds first sports brand, but in the NBA games, Converse is well-deserved hegemony. From a number of photos and videos of earlie r year you can see, almost all of NBA players are wearing Converse shoes in the game. Converse has been able to guide the 1970s NBA, in my opinion there is a very important reason is that, the Basketball Sport is still far from such a powerful influence of today, so when time the industry leader Adidas also did not pay attention to this market. These factors give Converse development has created a relatively comfortable environment. Comfortable environment means lack of effective competition, the lack of competition leads to very slow progress of Converse products. Before Nike reached the NBA to a few decades, although Converse basketball shoes improvement is growing, almost no qualitative leap. In 1982, Nike launched carrying air cushion technology for AirForce1 basketball shoes, then compared Converse products and AirForce1, Converse’s almost no technology content. While in the 1980s, Nike has launched a landmark product, but Converse did not immediate realize crisis, beca use in the 1980s, Converse has the leagues most powerful Larry Joe Bird and Earvin Johnson as spokespersons, and that time Michael Jordan is only fledgling from hisShow MoreRelatedEssay about Converse Case Study1803 Words   |  8 PagesConverse: Shaping the Customer Experience They dominated the basketball courts – both amateur and professional – for more than forty years. The first U.S. Olympic basketball team wore them, and Dr. J made them famous in the NBA. Punk rocker Joey Ramone made them standard issue for cult musicians; indeed, Kurt Cobain even donned a pair when he committed suicide. 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